Jack Black Beer | The Great White Project



Shoestring Productions went beyond the promise of their name and created this ad for Jack Black Beer with absolutely zero budget. The ad was created to launch Jack Black’s latest craft beer and first Weiss beer, The Great White, and was screened at the annual Wavescape Surf Festival late last year.


Jack Black will be donating some of the proceeds they make off their new offering to Shark Spotters, and are running a competition on Facebook where they’re giving away a year’s free beer.


Shoestring producer, Rob McCulloch, says the behind the scenes video, called The Great White Project, was made to be a fun parody of typical productions filled with way too many ‘experts’ spending way too much money.


The agency says, “We had no brief, all we knew was that the job paid in beer and that it was to be viewed at Wavescape Film Festival. We also knew that proceeds go to the Shark Spotters and those guys save lives. Maybe even our lives. So, we tasted the beer and knew that one way or another, we were going to have to bring in experts and handle some serious creatures. We had a few different directions but all agreed on two things; the beer is good and Great Whites need to stop taking themselves so seriously. So, we assembled a team from all over the world and called it The Great White Project. All to make a 60 second ad.”


The ad:





Richard Wall – Director & Editor
Robert McCulloch – Creative Director & Producer
James Puttick – Director of Photography
Ross McCulloch – Head of Security
Meghan McCulloch – Props Master
Graham Viljoen – Hair & Make-up
James Pierre du Plessis – Shark Stylist
Mark Finney – Shark Handler
Nicole Strong – Shark Whisperer
Pano Gorgeou – Executive Producer
Ania Sarnowski – Executive Producer
Martinus Grobler – Art Director
Elmie Visser – Key Grip
Sharon Boonzaier – Shark Fluffer
Japan – Unit Manager
Rob Heyns – (Fast) Runner
Music: Jaws Theme Tune
Special thanks to Plastics for Africa, Jack Hammers and CNA for making this project possible.





  1. Lost me after 2 minutes.